To demonstrate the power of content repurposing in action, I bring back a 9-year-old podcast interview “Tony Robbins On Money: Master The Game” from host Marie Forleo. Many content creators fall into the bandwagon of making new content while ignoring the good ol’ content that keeps racking up views and attention.
You can also check out the case study with Microsoft CEO Satya Nadella.
While the original interview performed well, our analysis revealed significant untapped potential. The interview contained multiple standalone insights about:
Each of these topics represents an opportunity to reach new audiences through targeted content pieces. In this case study, we’ll walk through how to transform this single interview into multiple content formats, significantly expanding its reach and impact.
Let’s explore how we can systematically repurpose this valuable content, starting with an analysis of current distribution channels and moving into actionable repurposing strategies…
In this podcast episode, host Marie Forleo interviewed Tony Robbins for his new book “Money: Master the Game”.
While the video interview did very well (1.3M views), there was no effort to repurpose (most likely due to the fact that back in 2014, the number of channels and new formats (like short videos) were still limited).
Overall, I think Marie did a phenomenal job of interviewing Tony and despite the lacks of full force content repurpose, Marie did put together a blog about this interview.
The lacks of total content purpose can also be explained by the time-sensitive nature of Tony’s new book back in 2014. While there was little motivation to repurpose an interview of a book promo, the message in this blog stands still:
Your old content is a source of underserved content asset and deserved to be looked at, analyzed, and repurposed.
As far as distribution channels, Marie team has done an amazing job to establish online presence on major channels such as:
In other words, MarieForleo.com is an established brand with a well-oiled content engine. In the next section recommended areas of improvement, I’ll share how Marie’s team can squeeze more juice out of her new & existing content.
I’d recommend her team to audit content from 1, 3, and 5+ year old content to identify good “prospects” for repurpose. This can be “any” type of content: from video, podcast, blogs, tweets, IG posts, reels, etc. You want no stones untouched.
For ex, when I searched her Youtube channel based on “Popular“, here’s a list of potential prospects:
Besides the “Popular” filter, you can also pull out “niche videos” based on interest (aka playlist). A good starting point is to use 80/20 rule to find your candidates in each playlist.
Besides short videos, there are many other types of content to target a broader spectrum of content consumption.
One insight I learned is that interview content tends to perform better compared to other types of content.
For ex, in my other case study with Microsoft CEO Satya Nadella, interview-related content has more engagements and views.
The main Youtube interview leads to 73K views and counting. While repurposing short videos are racking up views (7K+ views).
How about Instagram page?
This post about the interview racks up 192 “loves”.
while this IG Reel garners 14.6K views
While your current Youtube channel did highlight short videos from interviews, you can easily 10x the distribution of repurposed content from each interview video.
There are 2 options I can think of:
So I did the first of Content Auditing and identified the 9-year-old interview with Tony that needs to be repurposed.
Since there’s no short clips about this interview, I created 9+ short videos (currently hosted on my YouTube channel) so that you can review.
Feel free to use them and post on your channel with zero fees (it’s on the house).
Pop Quiz! 🧐
Do you know what video would have the most views and engagement?
3 videos racking highest views:
That’s just on YouTube.
Imagine when you post them to other channels like Tiktok, IG, Facebook Reel 🧐
Winner 🏆🏆🏆 – Views: 500+
Winner 🏆🏆🏆 – Views: 500+
Winner 🏆🏆🏆 – Views: 500+
Obviously, besides short videos, the interview can also be repurposed into other forms.
Implementing SEO-optimized blogs can significantly enhance a business’s online presence and customer engagement. Here are some key statistics highlighting their impact:
From the interview, I transformed the video interview to a SEO-optimized blog post with rich keywords to extract more organic traffic.
You can find the blog here: https://produceresults.com/content-repurpose-blog-for-tony-robbins-interview/
Implementing a well-crafted email newsletter strategy can significantly enhance a business’s engagement and revenue. Here are some key statistics highlighting its impact:
In addition to SEO-optimized blog post, I converted the video interview to the newsletter format.
You can find the blog here: https://produceresults.com/content-repurpose-newsletter-for-tony-robbins-interview/
Utilizing carousel posts on social media platforms like Instagram and LinkedIn can significantly enhance engagement and content reach. Here are some key statistics highlighting their impact:
Want to maximize your content’s potential like we did with Tony Robbins interview? Here’s how we can help:
You can also check out our pricing for the unlimited content repurpose.